Best Practice Guide to Post Conversion
Create buyers’ delight, not buyers’ regret
As you will know, buying something conjures up many feelings within us, including:
- The excitement at having something new that you’ve wanted for a long time
- The hope that you’ve made a good decision, that you’ve invested wisely, especially if it’s a high value purchase
- The anticipation of its arrival, even more so if you get those text updates telling you exactly when your item will be delivered, or likewise when you forget you’ve ordered something, until the doorbell rings and you open your door to a smiling delivery driver
- And one that we’ve all definitely felt, the concern that we’ve spent too much, or even that we’ve spent too little
As marketers, this gives us a lot of opportunity to capitalise on these feelings. So what can we do? Well, the worst thing we can do is nothing at all. As the saying goes, you need to strike while the iron is hot.
For far too many brands, the communication stops at the sale. The only message this sends to the customer is that all you’re interested in is their money.
The best performing brands know this isn’t, and shouldn’t be the case, and that’s exactly why they do so well. They know that by continuing communication and engagement with their customers, and showing them that they matter, they’ll be able to increase lifetime value.
So how can you do this effectively? Ultimately, every brand and business is different; however there are a number of different approaches and campaigns that brands can use, from the obvious ones such as order confirmation and delivery updates, right through to loyalty, renewal, and anniversary emails.
The Best Practice Guide to Post Conversion takes a look at some of these approaches, offers insight into real-life examples of post conversion emails, and gives marketers plenty of inspiration and food for thought in terms of keeping that conversation and that relationship with their customers going long after the sale.
This is the fourth guide in our Best Practice Series; you can also download the first three guides to complete the collection: